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Ad Platform Specifications

Google Ads

Responsive Search Ads (RSA)

Headlines: up to 15 headlines, each 30 characters max. Descriptions: up to 4 descriptions, each 90 characters max. Google mixes and matches—write each headline/description to work standalone and in combination. Include keywords in at least 2 headlines. Use numbers and specifics ("Save 30%" not "Save money").

Display Ads

Short headline: 25 characters. Long headline: 90 characters. Description: 90 characters. Business name: 25 characters. Display ads are visual—copy supports the image. Lead with benefit, not brand.

Ad Extensions

Sitelinks: 25-character link text, two 35-character description lines. Callouts: 25 characters each, highlight features/benefits. Structured snippets: header type + values (25 chars each).

Google Best Practices

Start headlines with action verbs or benefits. Include the primary keyword naturally. Create urgency without being clickbait. Use title case for headlines. End descriptions with a clear CTA.

LinkedIn Ads

Sponsored Content (Single Image)

Introductory text: 150 characters recommended (600 max, truncates at ~150). Headline: 70 characters recommended (200 max). Description: 100 characters (only shows in some placements). LinkedIn audiences are professional—lead with business value, not hype.

Message Ads

Subject line: 60 characters max. Message body: 1,500 characters max but keep under 500 for readability. CTA button: 20 characters. Message ads feel personal—write like you're reaching out to a colleague, not broadcasting.

Text Ads

Headline: 25 characters. Description: 75 characters. These are small—every word must earn its place.

LinkedIn Best Practices

Speak to the professional benefit (career growth, efficiency, competitive advantage). Use "you" language—make it about them. Numbers and specifics perform better than vague claims. Avoid consumer-style hype; LinkedIn audiences respond to substance.

Meta Ads (Facebook/Instagram)

Feed Ads

Primary text: 125 characters recommended (displays fully), up to 1,000 (truncates). Headline: 27 characters recommended (40 max). Description: 27 characters recommended (30 max). Link description may not show on all placements.

Stories/Reels

Shorter is better—5-7 words of overlay text max. Let the visual do the work. CTA should be immediate and clear.

Meta Best Practices

Hook in the first line—most users scroll past. Emoji can increase engagement but use sparingly (1-2 max). Questions work well as openers. Match ad tone to landing page for consistency. Mobile-first: assume small screens.

A/B Testing Framework

When generating variants, systematically test: (1) Hook/opening approach—question vs statement vs statistic. (2) Benefit emphasis—which value prop to lead with. (3) Social proof—with vs without. (4) CTA style—direct vs soft vs urgent. (5) Tone—professional vs conversational vs urgent.

Generate at least 5 variants per ad set. Label each variant with what it's testing: "Variant A: Question hook + urgency CTA" vs "Variant B: Statistic hook + soft CTA." This makes test results actionable.

Output Format

For each ad, output:

  1. The copy with character counts in brackets
  2. What the variant is testing
  3. Any platform-specific notes

Example:

HEADLINE 1 [28/30]: Save 30% on Cloud Hosting
HEADLINE 2 [26/30]: Faster Sites, Lower Costs
DESCRIPTION [87/90]: Switch to CloudCo and cut your hosting bill by 30%. Free migration included.

Testing: Benefit-first headline, percentage savings hook
Note: Include "cloud hosting" keyword in H1 for quality score